Business

Spanish set to be second universal language for podcasting: eMarketer

eMarketer's report says that Spanish-language podcasting, and podcast penetration within Spanish-speaking populations, will rise in tandem over the next few years

LABS

30.Oct.2021 10:34 BRT

Latin America is growing its podcast listener base;
Mexico is the country in LatAm that gathers the most of podcast listeners.

A new report by eMarketer found that podcasts are most popular in English-speaking and English-proficient countries followed by Spanish-speaking countries. Latin America is notably growing its podcast listener base rapidly.

According to eMarketer/Insider Intelligence, when looking to internet users, Mexico has 25.8% of podcasts listeners, and Brazil has 24.5%. Argentina has 19.2%.

Podcast Listeners in Select Countries Worldwide, 2021 (% of internet users)

eMarketer forecasting team at Insider Intelligence set of international forecasts noted that the US is the global podcast leader, in terms of both content production and listener adoption. Meanwhile, the report says that Spanish is well on the way to becoming the second universal language for podcasting.

The report says that Spanish-language podcasting, and podcast penetration within Spanish-speaking populations, will rise in tandem over the next few years. “In 2021, Spain will have the highest podcast penetration rate (30.0% of internet users) among countries with limited English proficiency, and Mexico will post a higher rate (25.8% of internet users) than much of Europe,” reports eMarketer.